Top positive review
65 people found this helpful
A business book for people who don't like business books
on January 17, 2000
I don't much care for business books. But this one blows away the category. Business is, after all, not about dollars. It is about people. Dollars are simply a way to keep score. And what could be more human than conversations? The notion that markets are really conversations is so old it's new. The Cluetrain Manifesto shows how we humans lost our way accepting the command and control structure and format of modern business. We have been engaged in a one-way conversation, with companies doing all the talking, while most folks tuned out the message.
This book demonstrates how the Internet is bringing people back into the commercial process. Technology has frequently been perceived as dehumanizing our world. That's why it is especially ironic that it took a technological revolution in communication to bring back the human side of commerce. We are seeing a sea change where commerce is moving from a seller's market to a buyer's market.
Read this book. Pass it along to your boss. Give it to your employees and your customers. Buy copies for the heads of your engineering, marketing, manufacturing, corporate development, or whatever group. The brave new world is here, but Big Brother's not in charge. We are.